The document discusses how social media and technology have impacted the MICE industry in the Middle East. It notes that customers and clients are increasingly connected through new communication channels and have changed expectations around individualization. Businesses have also lost some control over their brands as what people say about brands online becomes more influential. The document outlines trends in social media and mobile technology use in the MICE industry and region, noting that tracking online engagement is not enough--businesses must take action and adapt organizational cultures to be more collaborative and responsive in order to leverage social media opportunities.
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The Impact of Social Media and Technology on the MICE Industry in the Middle East
1. The Impact of Social Media and
Technology on the MICE Industry in the
Middle East
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2. Slide ď§ 2
MICE in MENA â 2013. All change pleaseâŚ
⢠Customers & clients: Increasingly
connected
⢠New communication & marketing
channels: Faster, more diverse
⢠Changed expectations of venues:
Increasing individualization &
customization
⢠Data deluge: Access to more
(customer) data than ever before, but
less seems to be done with it
⢠Electronic Word of Mouth
3. Slide ď§ 3
The Changing Consumer
The Passive Consumer The Active Consumer
Before After
Passive
Consumption
One-way
Communication
One thing
at a time
Sharing,
Interacting
Multi-way
Communication
Everything
at the same time
4. Slide ď§ 4
The Changing Business
Brands / Companies areâŚ
What they say they are
Brands / Companies areâŚ
What people say they are
Before After
The BIG IDEA
= Success
Full
Control
One size fits all
Evolving Lost Control
Tailor-made
5. Slide ď§ 5
The Digital Multiplier Effect
Yesterday
Today
Brand
X
Brand
X
8. Slide ď§ 8
Social & Digital in the MENA region
Source: Discover Digital Arabica
9. Slide ď§ 9
Social & Digital in the MENA region
Source: Discover Digital Arabica
10. Slide ď§ 10
âSocialâ and âTech-Savvyâ Clients
The behavior of todayâs tech-based travelers,
meeting organizers, & clientsâŚ
Are you losing influence with todayâs social consumers? Many of them
are so plugged into networks of friends and peers that your brand can
get completely cut out of purchase decisions.
12. Slide ď§ 12
Quality Scale of Engagement
Like
Comment
Spread
Goal
User likes or follows
User comments on content
User retweets, reposts, forwards
Goal Achieved: purchase,
registration, subscription
13. Slide ď§ 13
The New Business Reality & Organizational Culture â
Some thoughtsâŚ
⢠Tracking alone is not enough. Action must be taken!
⢠Often, the problem lies in stretched resources - without
adding âbeing socialâ to everyday activities.
⢠Success requires cross-functional feedback loops & teams:
From silos, lack of communication,
multiple handoffsâŚ
Cross-functional roles, high
collaboration, results orientedâŚ